Enabling Buying is a B2B sales and revenue podcast presented by Collavia that explores the shift toward a human centric approach. In a world of impersonal outreach and traditional sales tactics, we focus on the Enabling Buying in a World of Selling™ to help you build trust and connect with buyers emotionally. Join us for real conversations with industry leaders as we shift from pitching to guiding, helping you become the resource your prospects actually want to talk to. Supported by the Collavia sales enablement platform, this show provides the strategies you need to align with modern buyer behaviors and win. Visit Collavia.com to learn more.
Enabling B2B Buying With Charles Bernard
Claim This Podcastby Paul Kirch
24 episodes
Updated Daily
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Podcast Overview
Enabling Buying is a B2B sales and revenue podcast presented by Collavia that explores the shift toward a human centric approach. In a world of impersonal outreach and traditional sales tactics, we focus on the Enabling Buying in a World of Selling™ to help you build trust and connect with buyers emotionally. Join us for real conversations with industry leaders as we shift from pitching to guiding, helping you become the resource your prospects actually want to talk to. Supported by the Collavia sales enablement platform, this show provides the strategies you need to align with modern buyer behaviors and win. Visit Collavia.com to learn more.
Language
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Publishing Since
8/20/2025
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Recent Episodes
August 4, 2026
Story-Based Marketing: Thom Van Dycke on Leadership and Growth
<p class="wp-block-paragraph"><strong>For the short video summary, please click <a href="https://www.linkedin.com/feed/update/urn:li:activity:7490406257107857408" data-type="link" data-id="https://www.linkedin.com/feed/update/urn:li:activity:7490406257107857408">here</a>.<br>Watch the full video <a href="https://youtu.be/0nOusUVAlos?si=SsJMlx2EdRH5V_Cl" data-type="link" data-id="https://youtu.be/0nOusUVAlos?si=SsJMlx2EdRH5V_Cl">here</a>.</strong></p> <hr class="wp-block-separator has-alpha-channel-opacity is-style-wide"/> <p class="wp-block-paragraph">In this episode of Enabling Buying: A B2B Sales and Revenue Podcast, host <strong><a href="https://www.linkedin.com/in/paulkirch/" type="link" id="https://www.linkedin.com/in/paulkirch/">Paul Kirch</a></strong> speaks with <a href="https://www.linkedin.com/in/thom-van-dycke/" type="link" id="https://www.linkedin.com/in/thom-van-dycke/"><strong>Thom Van Dycke</strong></a>, founder of <strong><a href="https://www.thomvandycke.com/" type="link" id="https://www.thomvandycke.com/">Van Dycke</a></strong>, leadership consultant, and business strategist. Together, they explore how <strong>story based marketing</strong> helps businesses connect with buyers, build trust, and overcome growth barriers.</p> <p class="wp-block-paragraph">Thom spent nearly two decades in pastoral leadership before transitioning into business consulting. Today, he helps founder-led companies identify the challenges limiting growth and build systems that support long-term success. Throughout the conversation, he explains why the best salespeople act more like diagnosticians than persuaders. Instead of focusing on features and benefits, they help buyers understand the transformation they want to achieve.</p> <p class="wp-block-paragraph">Paul and Thom also discuss the relationship between leadership and sales performance. Many organizations struggle because leaders unintentionally become bottlenecks. As a result, talented employees often feel restricted from using their expertise. Thom explains why humility, trust, and delegation are essential for sustainable growth.</p> <p class="wp-block-paragraph">The conversation also explores the disconnect that often exists between marketing and sales. While marketing builds trust before the sale, sales converts that trust into action. Thom argues that businesses achieve better results when both teams work together and focus on the entire customer journey rather than isolated metrics.</p> <p class="wp-block-paragraph">Finally, Thom shares his practical framework for story based marketing. Using the concepts of disruption, confrontation, and transformation, he explains how businesses can create messaging that resonates emotionally and helps buyers move forward with confidence.</p> <h3 class="wp-block-heading"><strong>Story Based Marketing and Business Growth</strong></h3> <h4 class="wp-block-heading"><strong>In this episode, Paul and Thom explore:</strong></h4> <p class="wp-block-paragraph">• Why great salespeople diagnose before they sell<br>• The difference between features, benefits, and transformation<br>• How leadership bottlenecks limit company growth<br>• Why humility is a critical leadership skill<br>• The relationship between marketing-qualified and sales-qualified leads<br>• Building trust before the sale and converting trust into action<br>• Why referrals and lifetime customer value matter more than many realize<br>• How founders transition from generalists to leaders of specialists<br>• The role of story based marketing in buyer engagement<br>• The disruption, confrontation, and transformation framework for storytelling</p> <h4 class="wp-block-heading"><strong>Resources Mentioned</strong></h4> <p class="wp-block-paragraph">• <strong><a href="https://www.thomvandycke.com/" type="link" id="https://www.thomvandycke.com/">Van Dycke</a></strong><br>• <strong><a href="https://www.amazon.com/Ready-Fire-Aim-Zero-Million/dp/0470182024" type="link" id="https://www.amazon.com/Ready-Fire-Aim-Zero-Million/dp/0470182024">Ready, Fire, Aim by Michael Masterson</a></strong><br>• <strong><a href="https://collavia.com/" type="link" id="https://collavia.com/">Collavia</a></strong><br>• <strong><a href="https://enablingbuying.com/" type="link" id="https://enablingbuying.com/">Enabling Buying in a World of Selling methodology</a></strong></p> <p class="wp-block-paragraph"><strong>Love the show? </strong><br>Support Paul and buy him a coffee to fuel the next episode: <a href="https://buymeacoffee.com/paulcu"><strong>https://buymeacoffee.com/paulcu</strong></a></p> <hr class="wp-block-separator has-alpha-channel-opacity is-style-wide"/> <h4 class="wp-block-heading"><strong>Listen & Subscribe to Enabling Buying: A B2B Sales and Revenue Podcast</strong></h4> <p class="wp-block-paragraph">There are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, or your preferred player of choice.</p> <p class="wp-block-paragraph">You can watch full episodes on our YouTube channel: <a href="https://www.youtube.com/@Criteriaforsuccess"><strong>Criteria for Success</strong></a>.</p> <p class="wp-block-paragraph">If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to <a href="mailto:info@collavia.com"><strong>info@collavia.com</strong></a>.</p> <p class="wp-block-paragraph">To learn more about the methodology behind the show, visit <strong><a href="https://collavia.com/">collavia.com</a></strong>.</p> <p class="wp-block-paragraph">Looking for more episodes? Check out the full podcast collection right here: <a href="https://collavia.com/category/podcast/" target="_blank" rel="noreferrer noopener"><strong>https://collavia.com/category/podcast/</strong></a></p> <p class="wp-block-paragraph"></p> <p>The post <a href="https://collavia.com/story-based-marketing-thom-van-dycke-on-leadership-and-growth/">Story-Based Marketing: Thom Van Dycke on Leadership and Growth</a> appeared first on <a href="https://collavia.com">Collavia</a>.</p>
July 28, 2026
Greg Friel on Storytelling, Creativity, and Human Connection in the Age of AI
<p class="wp-block-paragraph"><strong>For the short video summary, please click <a href="https://www.linkedin.com/feed/update/urn:li:activity:7487869616828928000" data-type="link" data-id="https://www.linkedin.com/feed/update/urn:li:activity:7487869616828928000">here</a>.<br>Watch the full video <a href="https://youtu.be/WMOI80Faa78?si=Zun7KaIbq_4eK8aI" data-type="link" data-id="https://youtu.be/WMOI80Faa78?si=Zun7KaIbq_4eK8aI">here</a>.</strong></p> <hr class="wp-block-separator has-alpha-channel-opacity is-style-wide"/> <p class="wp-block-paragraph">In this episode of Enabling Buying: A B2B Sales and Revenue Podcast, host <strong><a href="https://www.linkedin.com/in/paulkirch/" type="link" id="https://www.linkedin.com/in/paulkirch/">Paul Kirch</a></strong> speaks with <strong><a href="https://www.linkedin.com/in/gregfrielance/" type="link" id="https://www.linkedin.com/in/gregfrielance/">Greg Friel</a></strong>, founder of GF Consulting, musician, producer, brand strategist, and creative consultant. Together, they explore how <strong>storytelling and human connection</strong> influence buying decisions and why authenticity matters more than ever in an AI-driven world.</p> <p class="wp-block-paragraph">Greg shares lessons from more than three decades in music, media production, branding, and marketing. Throughout the conversation, he explains why people buy emotionally, how strong stories help buyers connect with brands, and why businesses must understand the customer experience before introducing automation.</p> <p class="wp-block-paragraph">As AI continues to transform marketing and sales, Greg discusses the opportunities and risks of automation. While technology can improve efficiency, he believes businesses must remain transparent and protect the human elements that create trust. He argues that buyers want authentic experiences, not just faster processes.</p> <p class="wp-block-paragraph">Paul and Greg also explore the role of creativity in business. They discuss why storytelling helps buyers feel understood, how emotional connection creates confidence, and why great brands focus on the customer’s journey rather than their own messaging.</p> <h3 class="wp-block-heading"><strong>Storytelling and Human Connection in Modern Business</strong></h3> <h4 class="wp-block-heading"><strong>In this episode, Paul and Greg explore:</strong></h4> <p class="wp-block-paragraph">• Why people make buying decisions emotionally<br>• How storytelling creates stronger buyer connections<br>• Looking at sales and marketing from the buyer’s perspective<br>• Why customer experience should guide automation decisions<br>• The importance of brand discovery before implementing AI<br>• How transparency builds trust in an AI-driven world<br>• The risks of automating experiences buyers value most<br>• Why authenticity matters more than technology alone<br>• How stories help buyers feel safe and understood<br>• Why creativity remains essential despite advances in AI</p> <h4 class="wp-block-heading"><strong>Resources Mentioned</strong></h4> <p class="wp-block-paragraph">• GF Consulting<br>• <a href="https://www.frielancemedia.co.uk/" type="link" id="https://www.frielancemedia.co.uk/"><strong>Frielance Media</strong></a><br>• <strong><a href="https://collavia.com/" type="link" id="https://collavia.com/">Collavia</a></strong><br>• <strong><a href="https://enablingbuying.com/" type="link" id="https://enablingbuying.com/">Enabling Buying in a World of Selling methodology</a></strong></p> <p class="wp-block-paragraph"><strong>Love the show? </strong><br>Support Paul and buy him a coffee to fuel the next episode: <a href="https://buymeacoffee.com/paulcu"><strong>https://buymeacoffee.com/paulcu</strong></a></p> <hr class="wp-block-separator has-alpha-channel-opacity is-style-wide"/> <h4 class="wp-block-heading"><strong>Listen & Subscribe to Enabling Buying: A B2B Sales and Revenue Podcast</strong></h4> <p class="wp-block-paragraph">There are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, or your preferred player of choice.</p> <p class="wp-block-paragraph">You can watch full episodes on our YouTube channel: <a href="https://www.youtube.com/@Criteriaforsuccess"><strong>Criteria for Success</strong></a>.</p> <p class="wp-block-paragraph">If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to <a href="mailto:info@collavia.com"><strong>info@collavia.com</strong></a>.</p> <p class="wp-block-paragraph">To learn more about the methodology behind the show, visit <strong><a href="https://collavia.com/">collavia.com</a></strong>.</p> <p class="wp-block-paragraph">Looking for more episodes? Check out the full podcast collection right here: <a href="https://collavia.com/category/podcast/" target="_blank" rel="noreferrer noopener"><strong>https://collavia.com/category/podcast/</strong></a></p> <p>The post <a href="https://collavia.com/greg-friel-on-storytelling-creativity-and-human-connection-in-the-age-of-ai/">Greg Friel on Storytelling, Creativity, and Human Connection in the Age of AI</a> appeared first on <a href="https://collavia.com">Collavia</a>.</p>
July 14, 2026
Doug Morneau on AI Strategy, Sales Alignment, and Enabling Better Buying Decisions
<p class="wp-block-paragraph"><strong>For the short video summary, please click <a href="https://www.linkedin.com/feed/update/urn:li:activity:7482796152120074240" data-type="link" data-id="https://www.linkedin.com/feed/update/urn:li:activity:7482796152120074240">here</a>.<br>Watch the full video <a type="link" href="https://youtu.be/CTok2_bDVPM?si=7IgB1jQhcO1G2V5G" id="https://youtu.be/CTok2_bDVPM?si=7IgB1jQhcO1G2V5G">here</a>.</strong></p> <hr class="wp-block-separator has-alpha-channel-opacity is-style-wide"/> <p class="wp-block-paragraph">In this episode of Enabling Buying: A B2B Sales and Revenue Podcast, host <strong><a href="https://www.linkedin.com/in/paulkirch/" type="link" id="https://www.linkedin.com/in/paulkirch/">Paul Kirch</a></strong> speaks with <strong><a href="https://www.linkedin.com/in/dougmorneau/" type="link" id="https://www.linkedin.com/in/dougmorneau/">Doug Morneau</a></strong>, an AI execution architect and business strategist with more than 40 years of experience helping companies grow, scale, and improve performance. Together, they explore how an effective <strong>AI strategy for sales</strong> can help organizations create better buying experiences instead of simply adding more automation.</p> <p class="wp-block-paragraph">Doug explains why many companies rush toward AI tools before addressing the underlying business challenges that limit growth. As a result, organizations often automate broken processes rather than improve them. He argues that strategy must come before technology, and that AI should support clear business objectives rather than drive them.</p> <p class="wp-block-paragraph">Throughout the conversation, Paul and Doug discuss the growing noise in today’s marketplace and the importance of understanding buyers on a deeper level. They examine how AI can help sales professionals research prospects, identify buying signals, personalize communication, and better understand the challenges buyers may be reluctant to discuss openly. At the same time, they emphasize that human connection remains essential throughout the buying journey.</p> <p class="wp-block-paragraph">Doug also shares practical examples of how businesses can use AI to improve prospect qualification, uncover market opportunities, strengthen customer understanding, and create more relevant sales conversations. Rather than replacing salespeople, AI can help them spend more time building trust and less time on repetitive tasks.</p> <h3 class="wp-block-heading">AI Strategy for Sales and Better Buying Experiences</h3> <h4 class="wp-block-heading">In this episode, Paul and Doug explore:</h4> <ul class="wp-block-list"> <li>Why strategy should come before AI tools</li> <li>The risks of automating broken processes</li> <li>How AI can improve prospect research and qualification</li> <li>Understanding buyer concerns beyond surface-level objections</li> <li>Using AI to uncover market opportunities and trends</li> <li>The importance of ICPs and buyer journey mapping</li> <li>How personalization strengthens trust and engagement</li> <li>Why human connection still matters in an AI-driven world</li> <li>Helping buyers make lower-risk, more confident decisions</li> </ul> <h4 class="wp-block-heading">Resources Mentioned</h4> <ul class="wp-block-list"> <li><strong><a href="https://collavia.com/" type="link" id="https://collavia.com/">Collavia</a></strong></li> <li><strong><a href="https://aiautomationarchitect.com/lp10-quiz-maturity/?LinkedIn_profile_Doug_Morneau" type="link" id="https://aiautomationarchitect.com/lp10-quiz-maturity/?LinkedIn_profile_Doug_Morneau">AI Scorecard</a></strong></li> <li><strong><a href="https://www.linkedin.com/company/ai-automation-architect/about/" type="link" id="https://www.linkedin.com/company/ai-automation-architect/about/">AI Automation Architect</a></strong></li> </ul> <hr class="wp-block-separator has-alpha-channel-opacity is-style-wide"/> <h4 class="wp-block-heading"><strong>Listen & Subscribe to Enabling Buying: A B2B Sales and Revenue Podcast</strong></h4> <p class="wp-block-paragraph">There are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, or your preferred player of choice.</p> <p class="wp-block-paragraph">You can watch full episodes on our YouTube channel: <a href="https://www.youtube.com/@Criteriaforsuccess"><strong>Criteria for Success</strong></a>.</p> <p class="wp-block-paragraph">If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to <a href="mailto:info@collavia.com"><strong>info@collavia.com</strong></a>.</p> <p class="wp-block-paragraph">To learn more about the methodology behind the show, visit <strong><a href="https://collavia.com/">collavia.com</a></strong>.</p> <p class="wp-block-paragraph">Looking for more episodes? Check out the full podcast collection right here: <a href="https://collavia.com/category/podcast/" target="_blank" rel="noreferrer noopener"><strong>https://collavia.com/category/podcast/</strong></a></p> <p>The post <a href="https://collavia.com/ai-strategy-for-sales-doug-morneau/">Doug Morneau on AI Strategy, Sales Alignment, and Enabling Better Buying Decisions</a> appeared first on <a href="https://collavia.com">Collavia</a>.</p>
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